Visual Identity as Strategy: How Graphic Design Drives Branding, Marketing, and Rebranding challenges

Session

Integrated Design

Description

This study discusses and analyzes the effects of graphic design on branding, marketing, and brand rebranding, highlighting its evolving role in the age of technological transformation. It focuses on the specific impact visual identity has within brand management and marketing strategy. The research identifies a gap in studies addressing how visual design elements, such as colors, shapes, graphics, and styles combined with emerging digital tools, influence customer perception, awareness, and trust toward existing or new brands. The essential hypothesis is that coherent and strategically implemented graphic design, especially when aligned with digital advancements, influences customer perception, brand awareness, and trust. A mixed-method approach is used, including a review of relevant literature, case studies, and a survey with industry professionals. Results show that coherent and strategic design, especially when adapted to digital platforms, significantly enhances brand perception and customer trust, while drastic visual changes during rebranding may create confusion or scepticism. In conclusion, graphic design, now shaped by rapid technological advancements remains a vital element in building a strong, consistent, and competitive brand presence.

Keywords:

graphic design, branding, rebranding, customer perception, trust, visual identity, marketing, technological transformation

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-982-41-2

Location

UBT Lipjan, Kosovo

Start Date

25-10-2025 9:00 AM

End Date

26-10-2025 6:00 PM

DOI

10.33107/ubt-ic.2025.213

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Oct 25th, 9:00 AM Oct 26th, 6:00 PM

Visual Identity as Strategy: How Graphic Design Drives Branding, Marketing, and Rebranding challenges

UBT Lipjan, Kosovo

This study discusses and analyzes the effects of graphic design on branding, marketing, and brand rebranding, highlighting its evolving role in the age of technological transformation. It focuses on the specific impact visual identity has within brand management and marketing strategy. The research identifies a gap in studies addressing how visual design elements, such as colors, shapes, graphics, and styles combined with emerging digital tools, influence customer perception, awareness, and trust toward existing or new brands. The essential hypothesis is that coherent and strategically implemented graphic design, especially when aligned with digital advancements, influences customer perception, brand awareness, and trust. A mixed-method approach is used, including a review of relevant literature, case studies, and a survey with industry professionals. Results show that coherent and strategic design, especially when adapted to digital platforms, significantly enhances brand perception and customer trust, while drastic visual changes during rebranding may create confusion or scepticism. In conclusion, graphic design, now shaped by rapid technological advancements remains a vital element in building a strong, consistent, and competitive brand presence.